Germany Market Profile

In Germany, where traditional tour operator bookings outnumber travel online travel agency bookings four to one, Visit California’s dollars invested in travel trade go a long way. Despite the projected slow in travel in the short term, the potential for growth still exists in a country that promotes vacation as a priority and where workers enjoy extended time off. It doesn’t hurt that Germans perceive California as a safe, year-round long-haul destination. Data updated as of February 2020.

How to reach German Travelers

Traditional Media

Social Media

YouTube

Travel Trade

Market Conditions

Germany is the fifth largest economy in the world and is projected to grow in the coming years. The market continues to be stable with no major events negatively impacting consumer spending behavior. While it is not expected to impact market conditions, there are some unknowns tied to the “Energy Transition” as the country moves towards instituting renewable sources. Additionally, there are some fears about international trade tensions and Brexit and how that could impact the export economy.

Competitive Landscape

California is popular among Germans as they perceive it as a safe, year-round long-haul destination. Top competitors include Africa, Thailand, Florida, Seychelles, Maldives, Australia, New Zealand, South Africa and Canada.

Opportunities
California should continue to capitalize on the German perception that it offers a compatible political and eco-friendly climate.

Challenges
Primary deterrents include an unstable euro and the fear of natural disasters — particularly wildfires and associated power shutoffs.

Sources

DIIO

Bureau of Economic Analysis, NTTO, Dean Runyan, Tourism Economics

U.S. Dept. of Commerce, National Travel and Tourism Office, “Survey of International Air Travelers”, CIC Research